The FLEX is an online TV platform that gives a "Direct Look Into The U.A.E's Rapidly Growing Music & Entertainment Industry!"

These fun, informal “webisodes” give viewers an insiders look at the U.A.E’s young yet extravagant and growing music and entertainment industry; taking you behind the scenes whilst introducing you to the cities aspiring young talent.

Broadcast through YouTube and on all major social media networks and a dedicated website, The FLEX exposes local talent and provides a unique platform to promote and express musical creativity in the U.A.E.

The mission behind The FLEX is to break down the walls of creativity and expose local talent within the country. With 6 unique shows we provide a solid platform for expression (in both Arabic and English).

Shows and episode breakdown below:

A raw unplugged acoustic session performance for established local artists/talent (singers, rappers, musicians), who have made a name for them-selves in the region. This particular show is captured in various plush settings that give a lounge type atmosphere. Artists perform their latest/favorite material accompanied strictly by acoustic instruments! This is breathtaking, yet fun episode that ends with humors outtakes from behind the scenes.

Set on a rooftop with the gorgeous city skyline backdrop, this show gives fresh, unknown talent and established artists (rappers, singers, musicians, dancers, DJ’s) approximately 6o seconds to shine and show their city and the world what they’ve got – A Minute To Kill It!

Here we meet the countries “local celebrities” and follow them during their day-to-day lives. Whether in the studio, at a show or taking care of family business, we get an inside peek at the creative process behind the music!

This particular show highlights the regions most captivating poets and spoken word artists. Set in the city street underpass, animated artists recite their best piece, accompanied by strong relevant words and phrases added in post-production.

FLEX Interviews focuses on covering and reviewing the countries biggest music events and concerts. Catch us backstage interviewing celebrities and giving viewers the latest scoop. This particular segment will take viewers an exclusively behind the scenes at the biggest events with their favorite artists. A perspective very rarely documented on this level in the region.

At the end of each half season, the hottest rappers from Minute To Kill It come together in a rap Cipher!

Abu Dhabi-based British-Jamaican, Sadiece Holland, 26, is the founder and executive producer of the new social media platform in the UAE – The FLEX.

London born, Sadiece moved to Abu Dhabi with her family at the age of 10 where she experienced the majority of her up bringing. As an aspiring recording artist, with a deep passion for music and the arts, she began recording her own music at 15. With little to no local music scene at the time, Sadiece’s passion for making music remained a hobby.

Upon graduating from high school in ’06, she returned to the UK to study music where she obtained a BA Hons degree in Music Industry Management & Studio Production and was chosen by her university to represent them abroad at the University Of Memphis in Tennessee, USA, where she continued her studies in Music Business and Entertainment Law. She later resided in Memphis for an additional 2 years supporting local Memphis talent.

After 6 years abroad, Sadiece returned to the UAE accepting a job in TV production, and found herself frustrated with the continued lack of support for local talent – Hence The FLEX was born.